iDon’t care: Verizon Droid looks cool, but ads miss point

Verizon has lifted the curtain on its flagship Android offering, the Motorola …

If you have been watching TV recently (yes, the type with commercials), you may have seen a new ad from Verizon. That ad mimics Apple's advertising style, all the while mocking the shortfalls of the iPhone—"iDon't allow open development," "iDon't have interchangeable batteries," etc. That's before busting through with its dark, hard-edged, "you really should own this if you are a totally badass l337 h4x0r" Droid phone that can do all of those things and more.

It certainly looks like Verizon has officially gone on the offense with its new Android device. The Droid, made by Motorola, has some pretty beefy hardware, allegedly with the TI OMAP3430 that's in the Palm Pre. (The Droid also has a 5MP camera, 3.7" touchscreen, slide-out keyboard, microSD slot, and an apparently user replaceable battery.) This would make it the first truly fast Android phone being mass marketed to users and on a huge nationwide network. On top of it all, the Droid will be running the much-anticipated Android 2.0.

Certainly, this device has some meat to it and is meant to be a flagship product—Android fans will be salivating at the idea of getting this phone on Verizon. However, while Verizon's anti-Apple marketing push may be getting attention from the tech community, we think it runs the risk of falling largely on deaf ears. "The things that speak most to me is taking pics in the dark and the 5MP camera [in the Droid]," one self-described "non-tech" BlackBerry user told Ars. "But the tech shit like open development, I don't care about. I wouldn't buy this phone over another because it does run simultaneous apps or because of open development."

Verizon's commercial makes points that may not matter all that much to the large majority of people who own—or want to own—an iPhone. In fact, this applies to most smartphone customers in general. The Droid may offer some compelling features to those who already like Android or customers who are on the fence, but BlackBerry owners, iPhone owners, and even Pre owners are largely who they are because of what their OSes already offer them. Android is certainly able to compete on its own merits, but the Droid as an iPhone killer? iDon't know.

211 Reader Comments

Wow, I can't believe that ad campaign got a green light. I mean, do they even have a target market for any of those bullet points?

Also, ummm, is the idea to make your users fear your phone because they music and imagary they used for their own phone was something you'd expect to have for the phone that rises up against its users Cylon style.

Pretty much what I thought when I saw the commercial over the weekend. Most users just want "teh cool" and most cell phone users wouldn't know what "open development" was if it were tattooed on their forehead or care about a user replaceable battery if you even told them what it was. They wouldn't understand what running more than one app simultaneously gets you, either... You'd have to show them and the commercial didn't do that... it was basically a Powerpoint presentation.

The "There's a map for that" commercial is much more clever and memorable, IMO, and users can understand what the maps mean because they're already having problems with iPhone connections dropping and 3G not living up to expectation. (I have an iPhone, btw.)

I saw a survey a few weeks ago that claimed that iPhone users were the most unhappy with their cell phones of all the smart phone users (by a fair margin). I'm pretty sure that is mostly AT&T's fault.

Originally posted by flerchin:iCare. At some point, the "general smartphone buying public" interacts with those of us who make their electronic ecosystem work. They usually listen to us, and this ad is aimed at us.

The Verizon ads that show a side-by-side comparison of AT&T's 3G map next to Verizon's are the best way to counter AT&T and the iPhone. It might not even affect that many people in practice, but the difference is just so stark that it really makes an impression.

The Droid commercials are definitely weird, and very niche; it makes me wonder how expensive (and available) the phone will be at launch. But if that were the case, it would make more sense for the ads to be targeted on SyFy, G4, and other channels that might be watched by the early adopters.

I agree with your point. I love my iphone 3gs I think that it is an amazing piece of hardware and think that the app store has allowed for a unique community that has never been duplicated by palm or windows mobile.

However is a post that is basically an ad hom attack on other carriers really something that warrants a front page listing on Ars Technica? I think you are an excellent writer. I do enjoy your content, I think however sometimes you should weigh the facts of an article vs your seemingly blind love of Apple.

I might get one simply because its not iAnything it seems. I'm so tired of hearing iThis and iThat when all "i" turns out to be iGonnaChargeYouForEverything, iNotGonnaAllowAnyoneThePossibilityOfAnyThingExceptWhatWeWant, iDontCareWhatYouThinkYouDoAsYourToldByUsAndThatsIt, and iThinkWeAreHotStuff.

Works for me. Unfortunately I don't feel like paying for Verizon's outlandish data charges when I pay much less than that on Sprint and can roam for free on VZW if I really need a "map for that" out in the boonies. Looks like a great phone though. My only beef is how the bottom sticks out. I'd love a more Touch-Pro form factor with the big capacitive screen, beefy CPU, and Android.

Originally posted by The Redawg:I agree with your point. I love my iphone 3gs I think that it is an amazing piece of hardware and think that the app store has allowed for a unique community that has never been duplicated by palm or windows mobile.

However is a post that is basically an ad hom attack on other carriers really something that warrants a front page listing on Ars Technica? I think you are an excellent writer. I do enjoy your content, I think however sometimes you should weigh the facts of an article vs your seemingly blind love of Apple.

And to be even more clear, this article would be a little better if you dropped the last paragraph wish is far more subjective than the rest of the article.

1. Who in the world was the ending aimed at? I thought it was advertising a video game or run-of-the-mill action movie. I guess they want to make the device seem epic. Apple just went with a straightforward demo of the device, and it got the reputation of being a jesus phone.

2. Not having enough confidence to show off your product is a huge mistake. All of apple's commercials put the device front and center to show off what it can do and the sexiness. That's what verizon has to counter -- seeing is believing, not reading a bunch of arbitrary statements.

Just show the device! Don't over think this.

quote:

Originally posted by flerchin:iCare. At some point, the "general smartphone buying public" interacts with those of us who make their electronic ecosystem work. They usually listen to us, and this ad is aimed at us.

If this means that people listen to dorks when they make their tech buying decisions, then this is delusional.

I think it doesn't matter if non-techies get it or not. They definitely get things like 5MP photos or photos in dark, or user replaceable battery. The ones they don't understand? They know it is things the iPhone doesn't do (the ad told them so). Do you want a phoen that doesn't do all of htose things?

Originally posted by Jawbox:Wow, I can't believe that ad campaign got a green light. I mean, do they even have a target market for any of those bullet points?

Also, ummm, is the idea to make your users fear your phone because they music and imagary they used for their own phone was something you'd expect to have for the phone that rises up against its users Cylon style.

That's generally the feeling I got. Based on my father's "What was that even about?" comment, I'm guessing the general public may have missed the point also.

Jacqui's dislike notwithstanding, people DO exist in large numbers who want something other than the iPhone.

And there are differing campaigns. The Google ad campaign is very nice, and it's the vanilla flavor - this Verizon ad campaign is much more chocolate. . . and I like both. Gotta say, I like the "map for that" campaign is also excellent.

FINALLY someone is doing a good job at hitting Apple's ads. . .now I can't wait to see someone really hit at the smarmy Mac v PC ones. . .

Originally posted by flerchin:iCare. At some point, the "general smartphone buying public" interacts with those of us who make their electronic ecosystem work. They usually listen to us, and this ad is aimed at us.

They listen? When did that start happening? If they really did, Microsoft wouldn't have dominance in most personal computing markets and there wouldn't be a zillion people who don't install updates and install malware instead.

This might happen if Apple stagnates for the next decade and doesn't change a thing, but that's not going to happen. And developing for this phone won't help developers in the meantime. Developers follow the public, it's why there's an application for everything on the app store and why developers pump their time into it despite it being restrictive.

I imagine I'm in the target audience for this ad, Comp Sci major working in business who hates Apple's lockdown on apps and want freedom with my products, but I still don't care. I got over phones that pumped more features down my throat than I really needed years ago, I mostly care about something that works. Is this going to have a horrible interface like every other motorola phone I've owned or is it going to be a great piece of hardware that seamlessly integrates with software and can provide things I actually want?

edit: To be honest, I really want a PC phone. Apple can make their shiny, expensive niche product, I buy apple products intermittently and they're great but expensive. So why can't I buy a cheap alternative that works pretty much how I need it to? Android could easily take over a huge chunk of the market, but it'll be done through generic, high volume phones. HTC is the only company that looks like doing that, I'm sick of these one off iPhone killers coming from every phone company that are failing to meet expectations. If I'm on a cheaper contract with less upfront for what is basically the same, I don't care anymore.

Originally posted by robrob:I imagine I'm in the target audience for this ad, Comp Sci major working in business who hates Apple's lockdown on apps and want freedom with my products, but I still don't care. I got over phones that pumped more features down my throat than I really needed years ago, I mostly care about something that works. Is this going to have a horrible interface like every other motorola phone I've owned or is it going to be a great piece of hardware that seamlessly integrates with software and can provide things I actually want?

Originally posted by Echohead2:I think it doesn't matter if non-techies get it or not. They definitely get things like 5MP photos or photos in dark, or user replaceable battery. The ones they don't understand? They know it is things the iPhone doesn't do (the ad told them so). Do you want a phoen that doesn't do all of htose things?

Actually, most non-techies are primarily concerned about being able to actually use their phone. The iPhone is a hit because of its relative simplicity. Pitching technical features is exactly the wrong thing to do. Pitch it as easier and less complicated than the iPhone, if you want to beat Apple in their core market.

quote:

It is possible that this might be my next phone.

Me, too. I've been waiting for a decent Android phone for a while, and this looks promising. For my needs. But I'm an early adopter techy type, not a typical iPhone user.

There is a lot of potential here with Android but i think the hardware makers and the carriers are going to screw it up trying to chase Apple like this.

None of this stuff really matters to me, open development is cool and all but not at the top of my list.

What is at the top of my list is the software itself, as in, if i buy this phone am i going to be able to keep updating it in the future? The original iPhone from 2007 is still getting software updates, but it seems some of these android phones are not exactly in a solid position update-wise, and the carriers don't lend much credibility there. They all make throwaway feature phones (even the $500 ones), i think they're just using android to get phones to market faster to compete with apple, but aren't actually committed to the platform.

The G1 has been rumored to be unable to run the software at some point in the near future due to ram or flash storage size, making it much more like the faux iPhone competitors that spit out lookalike phones that will be forgotten months after release. That thing is only a year old at this point, what happens when a carrier or a hardware maker decides they don't feel like supporting a phone anymore?

Is there something wrong with having multiple marketing strategies to target different (or overlapping) demographics? Of course not. As mentioned in previous comments, the "there is a map for that" is targetting the average user that cares about coverage. These 'Droid' ads are targetting people who are into technology. This is not a small audience (I would think a tech writer who works for Conde-freaking-Nast would iGet that).

This group includes people who:* work with technology* play video games* are technology enthusiasts

These people spend money, debate the shortcomings of tech products, and are early adopters and evangelists.

For myself, this is the first smart phone that may fit my needs (and the Nokia n900, when it comes out). I need a physical keyboard, the iPhone's soft keyboard isn't doesn't work with my pudgy fingers.

Originally posted by flerchin:iCare. At some point, the "general smartphone buying public" interacts with those of us who make their electronic ecosystem work. They usually listen to us, and this ad is aimed at us.

Exactly.

You're thinking of it wrong. Devs follow the installed base, not the other way around. the iPhone isn't the best mobile to develop for from a technical standpoint, but it has the most devs because the audience is there.

Originally posted by robrob:Is this going to have a horrible interface like every other motorola phone I've owned...

This is so true. Motorola has always sucked really really hard on the software side of their phone business. Hopefully Android gives them enough of a connect-the-dots platform that they can't screw up too badly here. At any rate, I'm glad to see more competition to drive the whole industry forward, it can't come soon enough.

I wonder who will carry this phone in Canada. Maybe both Bell and Telus, if we're lucky.

Hmm - mrsteveman1 makes a good point too about how much update support there will be for this phone in the next few years. Will it get OS updates like the iPhone or get dropped like a feature phone? That'd make me less inclined to buy it, personally.

Originally posted by Andreas_kc:I may buy one only because I am on Verizon and they don't offer an iPhone yet.

And if they keep slamming Apple and the device publicall y at every turn, they won't get it either...

Fact is, whether it's the best device or not, its rediculously popular, has a thriving development community (filled with a much smaller collection of good apps admitedly, but even that small collection dwarfs any other comers app offering), and a highly loyal fan base. The fact it works with both Macs and PCs seamlessly, and integrates into iTunes doesn't hut either.

Any phone vendor bashing Apple right now is not very smart. Phone MANUFACTURERS I can see, but not Verizon itself, that's plain dumb. More over, since iPhone owners are highly likely to replace their devices more than once every 2 years (18 months on average), and further hand down devices increasing the number of data plan contracts per household (which is massively profitable), and the fact that iPhone buyers also appear to be especially accessory happy buyers, it's a gold mine. If I was Verizon, I'd play up new devices only so much as i had to to keep customers buying contracts and lines, but I'd certainly not be bashing my number one hooeful client in front of their noses.

Originally posted by flerchin:iCare. At some point, the "general smartphone buying public" interacts with those of us who make their electronic ecosystem work. They usually listen to us, and this ad is aimed at us.

iCouldn't care less. Why? Because I hate one-sided technical hate-mongering. Most of those points is either a technical tradeoff or are not solved much better by the Android platform. Just listing some iBulletpoints might look like a clever and funny idea, but it is an offense to every technical-minded individual that is able to give all those issues a few thoughts.

iDo have access to both Android Phones and my iPhone and for everything iHate about one platform iFind something that iPrefer on it.

And, there is the old saying: if everyone says he's bigger then Caesar, Caesar must have been pretty big. Thats what this ad tells me.

So the first paragraph of that link that you posted says "The group finds no correlation between customer satisfaction with their smart phone and their satisfaction with their carriers, finding that the iPhone ranked tops for satisfaction (83 out of 100) out of all smartphones, while AT&T ranked last in customer satisfaction among all wireless carriers."

Yes, everyone hates AT&T. That doesn't really back up your assertion that "iPhone users were the most unhappy with their cell phones of all the smart phone users (by a fair margin)". I would genuinely love to see anything that suggests that, because it flies in the face of every study I've seen and the anecdotal evidence I've heard. Is there really a large population of iPhone users out there who dislike the phone?

Yea, second sentence of the article was "The group finds no correlation between customer satisfaction with their smart phone and their satisfaction with their carriers, finding that the iPhone ranked tops for satisfaction (83 out of 100) out of all smartphones, while AT&T ranked last in customer satisfaction among all wireless carriers." Um, even though service sucked it was the NUMBER ONE DEVICE ANYWAY! Can you imagine it's popularity if AT&T's 3G network was deployed to a larger area? (the number one issues with dropped calls and poor signal are in non-3G areas, or in places where switching between 2G and 3G is a regular occurance. Their 3G network itself is basically the most stable of it's competitors, problem is connecting to it.... Here in our city, where AT&T is the largest provider, calls never drop from AT&T, but sprint and Verizon both suck ass are are fairly unusable). I have a 2G and a 3Gs. both work flawlessly, and I have not dropped a call on either device in months (where the person i was talking to did not voluntarily admit thier own phone was at fault when they called me back after regaining a signal).

So true. They should stick to the AT&T network blows line - mainly, because this is freely echoed by AT&T users. Except here in Colorado where they just opened up the 850 MHz band. Cell to cell hand offs don't result in dropped calls anymore since the spectrum isn't saturated (yet) and I get about 1Mbit down throughput.

Anyway, if Verizon is fortunate enough to get a runaway device like the iPhone sucking bandwidth like a hungry cub, it's service is gonna suck too - no matter how many Maps it has.

Just to be clear, I hate all carriers pretty equally, although AT&T has been in my good graces lately due to the aforementioned local upgrade. Mostly, it's all about the phone for me and the Droid, Leo (yeah, I like where WinMo is going) look badass.

Originally posted by Jawbox:Also, ummm, is the idea to make your users fear your phone because they music and imagary they used for their own phone was something you'd expect to have for the phone that rises up against its users Cylon style.

This. This is why I found it compelling. I suppose I'm a little different from you though, because the Cylon thing works for me (I want to build my kid a Raider bed only because my wife won't let me convert ours).

Like a lot of other users, though, I have no desire to do the whole follow up website thing. I must have had my head in the sand or something, I knew abou the upcoming Android on Verizon, but I had no idea they were calling it The Droid. When I saw the commercial, I know what it was, but I didn't connect the dots. I really do think that most users won't care and won't follow up. Flerchin has a point - that the ad was aimed at savvier users. Not because of the dev base, but because who do people go to when they have questions? Right now, I am on laptop duty for my mom, kitchen appliance duty for my sister, digiSLR duty for two family friends, phone duty for another friend, and TV duty for a fourth. I'm sure I'm forgetting someone.

In the end, I see this ad, and it makes me think about what I'm going to tell my "clients." (of course, if Verizon thinks I've forgotten about how bad their network and customer service was in Baltimore...)

It's really hard to pull off attack-based advertising, and this Droid ad fails miserably. All this does is give the iPhone 20 seconds of coverage (about stuff most people don't care about), 5 seconds of weird music and special effects, and then 5 seconds of a strange, almost unreadable font with the supposed payoff.

The appealing thing about the iPhone and Pre commercials was that they were, in essence, basic tech demos. I could watch an iPhone and have an OK idea of how to use an app already installed. The Pre tells me how to switch between multiple running apps in its commercials. This is just saying what it does. It doesn't give me any idea of how easy it is to find or use an app, how well the keyboard works, or anything else about how to interact with the phone. It seems like most people can use an iPhone reasonably well from having watched the commercials - they know to flick through pages of apps, how to resize a web page, and how to use the keyboard. I can't say the same of this particular phone. Heck, from the ad I saw, I'm not even entirely sure what it looks like. And I'll be honest, it was the ease of use demonstrated in the iPhone commercials that made me want one, even if my pocketbooks prevents me from having one.